Social Networks Generate Least Loyalty In 2014 Brand Keys Survey

Facebook, Twitter, LinkedIn and the other major social networks might want to consider this a warning: Social networks generated the lowest loyalty scores in the 18th annual Brand Keys Customer Loyalty Engagement Index (CLEI).

This year’s study (which can be requested here) looked at consumer relationships with 555 brands across 64 categories — ranging from hotels to coffee to restaurants and a number of tech/marketing-related categories.

In most categories (38 of 64), the winning brand — the one that did the best job of meeting consumer expectations — scored above a 90 percent satisfaction score. Only one category saw the winning brand(s) score below 80 percent: social networking sites. Facebook and Twitter topped that category with a 77 percent satisfaction rate. You can compare that to Google’s 85 percent, which topped the search engine category or Amazon.com’s 93 percent, tops among e-commerce sites.

Here’s a look at some of the categories that should be of interest to Marketing Land readers.

Social Networking Sites

Facebook/Twitter (tie) – 77 percent

YouTube/LinkedIn (tie)

Flickr/Google+ (tie)

Search Engine

Google – 85 percent

Bing

Yahoo

Online Retailers

Amazon.com – 93 percent

eBay.com

Overstock.com

Computer/Laptop

Apple – 95 percent

Samsung

Lenovo

Smartphones

Apple – 81 percent

Samsung

Motorola

Tablets

Amazon/Apple (tie) – 90 percent

Samsung

Acer/Asus

Instant Messaging Apps

WhatsApp – 90 percent

iMessage

Instagram/Facebook Messenger (tie)

Online Payment Services

PayPal – 90 percent

Google Wallet

Amazon Payments

About The Author

Matt McGee is the Editor-In-Chief of Marketing Land and Search Engine Land. His news career includes time spent in TV, radio, and print journalism. After leaving traditional media in the mid-1990s, he began developing and marketing websites and continued to provide consulting services for more than 15 years. His SEO and social media clients ranged from mom-and-pop small businesses to one of the Top 5 online retailers. Matt is a longtime speaker at marketing events around the U.S., including keynote and panelist roles. He can be found on Twitter at @MattMcGee. You can read Matt's disclosures on his personal blog. You can reach Matt via email using our Contact page.